Article

Cost, Care, and Client Loyalty: The New Rules of Veterinary Practice

This article was written and sponsored by Stripe.

In the recently released 2025 Pet Owner Cost & Care Survey, Covetrus^® and Stripe partnered to survey more than 1,000 pet owners across the United States to better understand the impact of rising costs on veterinary care. Our goal: to learn how clinics can help pet owners provide the best possible care for their beloved animals—without financial barriers getting in the way.

Veterinary costs have climbed 38.5% since 2019¹, with emergency visits now exceeding $600 on average. Nearly half of pet owners say emergency costs have been higher than expected, and many report delaying or avoiding treatment because of financial concerns.

Against this backdrop, the survey reveals how rising prices are reshaping client expectations. The findings point to a clear message: transparency and flexible payment options are now decisive factors in client loyalty. For younger and cost-sensitive households, these expectations aren’t optional—they’re dealbreakers.

This report highlights the most important trends from the survey: how cost influences care decisions, what clients value most in their veterinary experience, and the opportunities clinics have to strengthen loyalty through modern payment solutions.

Citations

North American Pet Health Insurance Association (NAPHIA), https://todaysveterinarybusiness.com/pet-insurance-naphia-1224/, last accessed September 24, 2025.

The Cost Barrier in Veterinary Care

Veterinary costs continue to rise, with pet owners feeling the strain:

Average scheduled visit: $278 (median $175)
Average emergency visit: $618 (median $350)

The gap between average and median costs highlights a key challenge—while many visits fall in the mid-range, a significant portion are much higher, creating unpredictability and bill shock. Nearly half of pet owners (48%) reported their most recent emergency bill was higher than expected, and 59% admit they have no plan for emergency expenses.

When cost becomes a concern, care suffers. Among all pet owners:

24% delayed treatment
21% opted out of a procedure
20% skipped a visit altogether

For those who have previously struggled to pay a bill, the risks are even greater:

41% delayed treatment
31% opted out of a procedure
32% skipped care entirely

These behaviors don’t just put pets at risk—they weaken client loyalty and cut into practice revenue. Every delayed diagnostic, postponed dental, or skipped surgery is both a lost health outcome and a lost client touchpoint that fuels a vicious cycle: conditions worsen, costs climb higher, and clients become more likely to avoid care again in the future.

The takeaway: cost isn’t just a financial issue—it’s a clinical and loyalty challenge.

Practices that provide transparency and payment options can break the cycle, supporting both better health outcomes and stronger client relationships.

What Pet Owners Value Most

When asked how important different factors are in choosing—or staying with—a veterinarian, pet owners consistently rated clarity and convenience as important, often above price alone. A full 86% of respondents said pricing transparency is important, and 79% emphasized the importance of being able to use their preferred payment method.

Nearly half (49%) also said the ability to spread out payments is important—ranking almost on par with the 54% who said having the lowest price in the area is important. This distinction underscores a key insight: pet parents are not simply looking for the cheapest clinic. Instead, they want predictable, transparent costs and practical ways to manage them.

Yet many clinics are falling short of these expectations:

38% say it is not easy to determine the cost of a regular visit in advance.

41% report being surprised by the cost of routine care.

24% feel they do not receive enough information to plan for future medical bills.

23% say their veterinarian does not clearly communicate the cost of an emergency visit.

The opportunity: By improving communication and offering flexible payment options, clinics can close this gap, strengthen trust, and prevent cost from becoming a barrier to care.

Payment Preferences Are Shifting

While card payments remain the norm for most pet owners, the survey reveals notable shifts—especially among younger generations and in high-cost scenarios.

Cards dominate everyday transactions (88%) and emergencies (83%), but clients also want choice.

Cash/check is declining for larger purchases (20%) but still used by over one-third (36%) in emergencies.

Digital and mobile payments—including wallets and text/email-to-pay—are on the rise. Among clients under 45, usage is 42% for everyday purchases (vs 31% overall) and 38% in emergencies (vs 28% overall).

Buy Now Pay Later (BNPL) emerges in big-ticket moments. While only 4% use it for everyday purchases, adoption jumps to 11% for purchases over $500 (18% under-45s) and 30% for emergencies (37% under-45s).

Takeaway: Pet owners—especially younger ones—expect clinics to offer more than cards and checks. Frictionless mobile options build convenience, while flexible financing (like BNPL) becomes critical when costs spike.

For cost-conscious clients in particular, the ability to spread payments is an increasingly decisive factor in where they seek—and continue—care.

The Rising Demand for BNPL

Survey results indicate that one in three pet owners is interested in Buy Now Pay Later (BNPL) services. Interest is even more pronounced among cost-sensitive groups:

42% of adults under age 45
56% of those who have previously struggled with veterinary bills
44% of those who experienced an emergency bill higher than expected

These findings suggest that interest in BNPL is not evenly distributed; rather, it is concentrated among younger pet owners and those most vulnerable to financial strain. These are the clients most likely to delay or forgo care when costs feel unmanageable—and therefore the clients most at risk of attrition without solutions.

For this segment, BNPL is not viewed as an optional convenience. Instead, it is a critical decision factor:

80% of BNPL-interested owners state that the ability to spread out payments is important when choosing or remaining with a veterinarian
50% describe it as very important

The takeaway: Flexible payment models like BNPL play a decisive role in client retention, particularly for cost-conscious households. Clinics that meet this expectation are positioned to protect both patient outcomes and long-term loyalty.

When Bills are Unaffordable

Survey findings demonstrate that pet owners overwhelmingly want to work with their veterinarian first when facing an emergency bill they cannot afford.

Three out of four (75%) say they would apply for a payment plan through their clinic. Among those who have expressed interest in Buy Now Pay Later (BNPL), this number rises to 91%, underscoring the strength of demand among cost-sensitive clients.
The next most common course of action, cited by 69%, is seeking care at a lower-cost or charity clinic—an outcome that represents both lost revenue and a disruption in the continuity of care.
Pet owners also report they would consider other measures, including borrowing from family or friends (53%), selling personal items (46%), taking out a personal loan (37%), or forgoing treatment (31%).

Insights:

Clients’ stated first choice is to work with their veterinary clinic, but in the absence of in-clinic solutions, many turn to alternatives that strain finances or fragment care.
Responses such as borrowing, selling assets, or assuming high-risk debt underscore the financial vulnerability many clients face in a crisis.
Even modest rates of forgoing treatment (31%) represent meaningful risks to patient outcomes and recurring revenue when scaled across a client base.

The takeaway: Cost barriers do not eliminate demand for care—they redirect it. Clinics that provide accessible payment options capture this demand, while those that do not risk losing clients to alternative providers or forcing them into unsustainable financial decisions.

The Competitive Gap

Despite the clear demand, only 5% of clinics currently offer BNPL. Traditional financing options may exist, but BNPL remains rare. That gap represents both a revenue risk and a competitive opportunity.

Practices that offer payment flexibility today are more likely to build trust, win loyalty, and reduce client attrition tomorrow.

Turning Insights into Action

Survey insights make one thing clear: clinics that improve cost communication and payment flexibility are best positioned to strengthen trust and loyalty. Here are three concrete steps to get started:

1. Communicate costs clearly and early.
Nearly half of pet owners report being surprised by bills, even for routine visits. This erodes trust and makes clients more cost-sensitive.

Provide written or digital estimates before treatment whenever possible.
Explain what’s included and where variability might occur (e.g., “X–Y range if diagnostics are needed”).
Use client communication tools (text/email portals) to share cost ranges in advance of appointments.

The goal: replace “bill shock” with clarity and predictability.

2. Offer real flexibility in how clients can pay.

Pet owners don’t necessarily expect the lowest price—but they do want options to manage costs responsibly. Nearly half (49%) say spreading payments over time is important when choosing a vet.

Accept modern payment methods like mobile wallets and text-to-pay for digital-first clients.
Provide payment flexibility such as BNPL, so clients can afford care without delay.
Train your staff to explain these options proactively (not just at checkout), so clients feel supported before cost becomes a barrier.

3. Track and measure the impact
Cost communication and payment flexibility aren’t just client perks—they’re business levers.

Monitor treatment acceptance rates before and after offering payment options.
Track client retention and follow-up visits among those using flexible payments.
Use these metrics to refine your approach and demonstrate ROI (return on investment) to your team.

Data not only validates your investment—it builds team buy-in and helps sustain long-term improvements.

The good news? With Covetrus Payments powered by Stripe, these steps can be implemented quickly. Clinics can expand the types of payment accepted – including BNPL – without any additional risk. The result: you can strengthen client loyalty, remove financial barriers to care, and keep your focus where it belongs—on patients and their owners.

Conclusion

Veterinary practices are trusted for the quality of care they deliver. But as costs rise, clients increasingly expect clarity and flexibility alongside medical expertise. Meeting these expectations isn’t just about reducing financial stress for pet owners; it’s about protecting continuity of care and strengthening long-term loyalty.

With Covetrus Payments powered by Stripe, clinics can integrate modern payment solutions—from mobile wallets to Buy Now Pay Later—that align with client expectations. The result is a model where pets receive timely care, clients feel supported, and practices build a sustainable advantage in a competitive market.

Schedule a demo today to see how Covetrus Payments can transform client loyalty at your practice.